4 Types of Automated Email Flows to Optimise Ecommerce Platforms


In order for businesses to thrive in our increasingly competitive ecommerce landscape, adopting innovative ways to build strong relationships with customers is key. After all, empowering strong brand-customer connections can lead to increased customer satisfaction and loyalty. As an integral part of every marketing strategy, automated emails offer a scalable solution to achieve this. They can help you stay in touch with your customers throughout the buyer's journey, right from the moment they come across your website to make a purchase. In this article, we will take a deeper look into the types of automated email flows for ecommerce platform optimisation and conversion enhancement.

1. Welcome Message

As the first email a customer receives when they sign up for your newsletter or set up an account on your website, a welcome message should be warm and informative. Never underestimate the importance of this message as they are ideal for introducing your brand, sharing your company's values, and encouraging first purchases. Generally, a welcome message helps foster good customer relationships by setting the tone for future communications, contributing to a higher likelihood of repeat purchases. If you are new to automated email flows, seeking technical support from EDM marketing tools like SmartPush is recommended. They can aid in reclaiming your potential sales by automating processes throughout the full user lifecycle. This may include welcome subscription emails, abandoned order recalls, reminders for purchasing browsed products, as well as inactive customer alerts.

2. Abandoned Cart Reminder

Whether you are selling overseas or locally, experiencing some loss of sales may be unavoidable. There are many root causes for this circumstance and an abandoned cart can be one of them. Therefore, using an abandoned cart reminder email is highly recommended. The customisable email is used to remind customers to proceed with potential purchases they were interested in. In other words, an email is sent to customers who have added items to their cart without completing the purchase. Abandoned cart reminder emails work even better when complemented with incentive offerings, from free shipping privileges to discount codes. 

Learn more: In-Store Retail Events: How Can Merchants Increase Foot Traffic and Boost Sales

3. Post-Purchase Follow-Up

A post-purchase follow-up email is sent after the customer has made a purchase. When paired with ecommerce order management, a seamless customer experience is made possible, through streamlined order processing and shipping processes. Customers will better respond to a post-purchase follow-up request, contributing to the success of post-purchase follow-up efforts. Post-purchase follow-up emails usually include a thank-you message to show appreciation to the customer for their purchase. They also confirm order details and include information on how customers can track their shipments. On top of these basic features, post-purchase follow-up emails are great for requesting purchase feedback and encouraging customers to leave a review. Ultimately, this promotes customer loyalty and repeat purchases. 

4. Product Recommendation

Last but not least, post-purchase follow-up emails are another type of ecommerce email automation option to consider. The goal of using a product recommendation email is to increase customer engagement and encourage repeat purchases. This type of email suggests similar or complementary products to customers based on their purchase history or browsing behaviour. Simply put, the email provides personalised product recommendations for customers to discover new products they may be interested in. This can be a great alternative to cross-sell or up-sell.  

All in all, automated email flows are an undeniably necessary tool for ecommerce businesses to optimise their platform. When email flows are enhanced, improved customer experience and greater brand loyalty can be made possible, generating more revenue for your business. Each email flow features a specific purpose and can help address different stages of the customer journey. When creating an email flow, make sure it is personalised, informative, and relevant to the customer. 

SHOPLINE is a leading website builder in Singapore. We provide a unified commerce platform for businesses to establish and grow their online and offline presence. Book a free consultation today from our ecommerce specialists.

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